Like it’s name Anchovy is a unique kids label with a very strong USP attributed to the brand. With an artistry at the foundation and imagery unlike no other this independent kids label is hard to miss during a trade show. Last Summer at Playtime New York the circle dresses from the ss18 collection ‘hiding from the sun’ really stood out slowly and memorisingly turning on the architecturally designed stand, with gradients of soft pastel colours. The uniqueness of this label is to be celebrated, oh and I forgot to say amongst all this artistry the pieces remain incredibly functional and wearable. We chat with designer and founder Giedre Kose.

Hi Giedre! What’s your background and how did you get into design for the children’s market? I’ve been into fashion and textiles since I remember myself. All my school notebooks were full of sketches. At home I would lie down on the floor and draw imaginary collections for hours. On weekends you would find me at flea markets searching for unusual textiles, clothes with interesting shapes. Everyone expected me to become a fashion designer. However, being a fashion designer was not considered a serious profession those days in Lithuania. So I chose to study sociology and spent 10 years in advertising afterwards. The birth of my daughter Juka was a perfect timing for changes and Anchovy the label was born.
What do you believe good kid’s design to be…? Innovative in its own way and made from a good fabric. ‘Kids grow so fast’ is not an argument for cheap clothes made from synthetic fibers. Clothes, same as books, toys and any other objects that surround our children, develop their sense of aesthetics. Especially clothes, because we spend half of our lives in them. I believe good kid’s design must be made from natural fibers and should trigger children’s desire to play and wear colors.
Where do you find you inspiration for your collections? In playing colors with our Anchovy app. It’s a fun tool that turns words into gradients simply by typing. I like starting a collection from a word or a phrase and see what color will it generate. I love experiments, random beauty and blending interdisciplinary things together like fashion, art and technology.
Describe the Anchovy range of products? Anchovy is a lifestyle brand. Currently, our main focus is kidswear, but I also create minimalistic modern jewelry and contemporary clothes for adults. In addition we have an app that allows people to create custom gradient postcards and send them to anywhere in the world (free download: https://itunes.apple.com/us/app/anchovy/id1062341095?mt=8)
What are the main materials you use? Linen, silk, cotton, wool & words.
In how many countries can you find Anchovy? Lithuania, England, USA, South Korea, China. I am looking forward to start working with Japan!
Countries of manufacturing? Lithuania, which is known for beautiful linen textiles and talented knitters & weavers.
Where would you like to take Anchovy in the future? I would love to create bed-linen with gradients generated from our dreams while we sleep.
Any news from when we last spoke? Since I am fascinated by unusual textiles, I have a new obsession called Mud silk. It is buried under mud for up to two months that gives the silk fabric its buttery authentic texture. Mud silk is used in Anchovy’s AW18 collection which should be truly special.
What Trade Shows will we find Anchovy next season? You’ll find me & Anchovy at Playtime Paris, booth #H06 on January 26-29. Looking forward to meet!
Finally, where will you keep your Pirouette One to Watch Wolf head piece award?
Wolf head is hanging on a bedroom wall reading my dreams for a new bedding project.
I knew it had special powers ;-)
Anchovy
www.fromanchovy.com
Follow @from_anchovy
Trade shows AW18/19 selling period, Playtime Paris, 27-29th January 2018 stand H06
Photography Credits
SS18 ‘Hiding from the Sun’ collection pictures by Rasa Juskeviciute
Feature image by Chiara Santarelli
Portrait image by Karolis Kosas
Katie Kendrick
Curly haired Editor of Pirouette & journalist for various publications. It's my pleasure to talk business, culture and life here at Pirouette.
Subscribe to Pirouette's monthly Newsletter.
You might also like
September 21, 2018
#Pirouette12Watch Award Winner Interview: Ari London
Fatimah Hussain is the designer and founder of Ari London. Our Pirouette One to Watch Award winner from Dot to Dot London believes that luxury and sustainability are qualities that should go hand in…
June 10, 2018
#Pirouette12Watch Winner AW19: Novel Walk
It's important children's shoes are comfortable, durable and if they can look rather wonderful in the process even better. Spanish label Novel Walk do just this, good quality manufacturing, sensible…
January 15, 2018
Sticky Lemon Interview #Pirouette12Watch SS18 winner
Sticky Lemon was founded mid 2016 by Simone, Lotte & Dorien. Whilst working on other design projects their idea for a quirky and bold brand became more and more serious. Eventually their first…
November 27, 2017
#Pirouette12Watch SS18 winner interview: David Pinto, designer Barn of Monkeys
This Summer saw an extremely successful launch for Portuguese new label Barn of Monkeys. Their first collection gathered huge interest and accolade during the SS18 selling season, and rightfully so.…
October 23, 2017
#Pirouette12Watch SS18 winner interview: Micky & Nikky Wang Knit Planet
The Knit Planet's rail really grabbed our attention at Dot to Dot London this Summer with their beautiful rich colour palette of machine washable knits for kids. Over and over again I heard visitors…
October 3, 2017
#Pirouette12Watch SS18 winner interview: Jacqui Ma – Goodordering mini
Our first Spring/Summer 18 #Pirouette12watch winner in the design category is London based Goodordering mini. We were introduced to Goodordering mini's retro/modernist super paractical bag range and…
July 15, 2017
Pirouette One to Watch Winners ss18: Playtime Paris
Playtime Paris added 50 extra brands to this edition of the kid's fashion and lifestyle trade show. This meant there was an extra annex added on to the show at the North entrance which as it turned…
May 17, 2017
Pirouette One to Watch Awards SS18
Look out, Pirouette returns this summer to Dot to Dot London, Playtime Paris and Playtime New York on the lookout for the best emerging talent in kid’s fashion and design for the Pirouette One to…
August 31, 2010
StyleSight Interview
Thanks to Khalym Shell for this interview on StyleSight. About trade shows, beloved brands, retail, photography and more. Read the interviewhere.